Publishers have a lot of data to manage. They need to track ad impressions, clicks, and conversions in order to optimize their campaigns. They also need to keep track of user engagement with their content and understand what type of content is most popular with their audience.
A data management platform (DMP) can help publishers streamline this process. DMPs allow publishers to collect and organize all of their data into one central location. This makes it easy for publishers to analyze the data and make informed decisions about how best to grow their business.
There are a variety of different types of DMPs available on the market, so it’s important for publishers to choose one that will fit their specific needs. Some DMPs are designed specifically for tracking advertising data, while others are geared towards understanding user behaviour patterns. It’s important for publishers to evaluate each platform carefully before making a decision.
No matter which type of DMP a publisher chooses, there are three core functions all platforms should provide:
- Collecting user data
- Managing audience segments,
- Targeting ads/content accordingly. Publishers need a platform that cannot only track users as they move across different devices and channels, but also create detailed profiles about them so that relevant ads can be delivered efficiently.
Once a publisher has selected a DMP, they need to set up the platform and populate it with relevant data sets. The first step is usually importing historical advertising performance metrics from an ad server or other analytics toolkit. Once this information is in the system, the publisher can begin using it to create target audiences segments, identify new opportunities, and measure campaign effectiveness.